Activate: Internet Marketing Ireland

Why Gerry the Builder might just stay away from McDonalds

Posted 16 Apr 2009 in Advertising | 2 Comments

As part of the ‘How things change’ Eurosaver campaign in Ireland, McDonalds’ current radio advert features Gerry the Builder.  The advert is a series of voice mails that Gerry the builder is leaving for his client.  The first message proclaims that the job is going to come in at double the initial quote, and he won’t be able to do it until 6 months down the line.   Another message knocks €200 off the quote, and it proceeds in this fashion to the final message where the desperate builder is outside the woman’s front door begging to start the job right now.

“Funny how some things change” smirks the advert.  In a country where unemployment is now at 11% who thought that this represented good humour?  Presumably someone who doesn’t have a friend or relative working in construction, conveyancing, architecture or civil engineering to name but a few of the sectors seriously affected by the downturn. Presumably someone who hasn’t had trouble paying their mortgage, keeping up with their car repayments or paying the income levy.  Or maybe, just maybe, after the emergency budget, the creative genius behind it is slowly joining the dots and realising that this affects their own pocket very directly.

Tags: Eurosaver, Gerry the builder, McDonalds, Radio Ads